CARYN BAUMGARTNER
MENU
IKAN
CLIENT
Confidential
PROJECT
Brand Positioning, Identity.
BACKGROUND
As a volunteer for the Taproot Foundation, I served as Brand Strategist and Creative Director on the team.
CHALLENGE
A lifestyle brand for 13 powerful women that leveraged their expertise and passion in their respective fields; from beauty, to lifestyle to home goods and beyond. They had a singular vision to create an umbrella brand category in the luxury marketplace.
SOLUTION
I dove in and created an iconic brand that resonated with their vision. I presented 3 different approaches, including typography studies, palettes, application and iconography.
RESULT
The final brand was embraced by each and every woman in the group. It was a bit of a mutual love fest all the way around.
Due to the confidential nature of this client, I can provide a full review of the entire scope of the project upon request.
Iconic emblem
The final logo was crafted as a crown of laurel leafs, 13 in total, to represent each of the women and their individual brand category.
Iconic emblem
The final logo was crafted as a crown of laurel leafs, 13 in total, to represent each of the women and their individual brand category.
Typography
The logo was a custom creation based on the various typefaces I explored. From decorative to supremely simple, a variety of logo treatments leveraged typography in uniquely different ways.
A richly toned palette
Each of the three explorations were based on metal hues, with secondary palettes to complement the communications, regardless of category.
Application
I presented a variety of potential applications to showcase the brand in context.